Deck 11: Creative Execution

Question 1

In print ads,the key layout elements are the visual(s),headlines,subheads,body copy,slogans,seals,logos,and signatures.

Answer 1

False
Explanation: In print ads, the key layout elements are the visual(s), headlines, subheads, body copy, slogans, seals, logos, and signatures.

Question 2

The key to effective slice-of-life commercials is to focus on multiple product benefits.

Answer 2

False
Explanation: The key to slice-of-life commercials is simplicity. The ad should concentrate on one product benefit and make it memorable.

Question 3

Unlike print ads,broadcast commercials do not use a format or layout.

Answer 3

False
Explanation: Similar to print advertising, the format for a broadcast ad serves as a template for arranging message elements into a pattern. Once the art director and copywriter establish the big idea, they must determine the commercial's format.

Question 4

Another name for the poster-style format is the storyboard layout.

Question 5

A storyboard is an approximation of the final commercial.

Question 6

Logos and signature cuts provide quick recognition at the point of purchase.

Question 7

A bug spray commercial features walking and talking cockroaches.This is an example of a presenter commercial.

Question 8

In the prepress phase of designing a print layout,the artist prepares a mechanical: the final artwork with the actual type in place along with all the visuals the printer or the media will need to reproduce the ad.

Question 9

Headlines in prints ads are placed in such a way that they draw the most attention.

Question 10

For best results,company signatures or logos should occupy 40 percent of the total print ad area.

Question 11

While developing a visual for a print ad,it is important to use divergent visual techniques to provide continuity for the ad campaign.

Question 12

A print ad for a new flavor of potato wafers that encourages its readers to "Thai something new" is using device copy style.

Question 13

One of the most challenging aspects of developing a radio copy is to prevent it from sounding intrusive.

Question 14

The headline in a print ad for a chain of hospitals reads,"Choose a hospital based on information,not just location." This is an example of a benefit headline.

Question 15

Copywriting for print media should be clearer than radio writing.

Question 16

In a thumbnail sketch of a print layout,blocks of straight or squiggly lines indicate text placement,and boxes show placement of visuals.

Question 17

The body copy in a print ad handles the credibility and desire steps of the creative pyramid.

Question 18

In the creative phase of designing a print layout,the designer uses nonfinal art to establish the message's look and feel.

Question 19

A difference between straight announcement commercials and presenter commercials and is that the former uses celebrities while the latter does not.

Question 20

Once the best ad design is chosen,the layout serves as a blueprint.

Question 21

Which of the following is true of mechanicals?

A) They are created using computers.
B) They refer to thumbnails developed in the creative phase of an ad.
C) They are created in a more advanced stage of an ad, in contrast with comps.
D) They are developed after the reproduction process of the finished ad.
E) They are referred to as camera-ready art by printers.

Question 22

Which of the following is true of rough layouts?

A) They are a highly refined facsimile of the finished ad and look exactly like the finished product.
B) They consist of illustrations and photos that are sketched in and body copy that is simulated with lines.
C) They present the handheld look and feel of brochures, multipage materials, and point-of-purchase displays.
D) They consist of rough, rapidly produced drawings without headlines and subheads.
E) They comprise solely of blocks of straight or squiggly lines that indicate text placement.

Question 23

Advertisers working in global markets must pretest art and design concepts with natives of each country.

Question 24

National flags are nonverbal signals that stir patriotic emotions,thoughts,and actions.

Question 25

A _____ refers to an overall orderly arrangement of all the format elements of an ad.

A) body copy
B) visual
C) subhead
D) layout
E) headline

Question 26

The term _____ refers to how the art director and graphic artist choose and structure the artistic elements of an ad.

A) slogan
B) headline
C) design
D) body copy
E) composition

Question 27

For which of the following product campaigns is a dummy most likely to be developed?

A) A point-of-purchase display for bake and eat cookies
B) A radio ad for a landscaping company
C) A television ad for a housing loan
D) A billboard for a car dealership
E) A magazine ad for a new line of cellular phones

Question 28

One of the principles of design followed by a layout artist is that:

A) the total headline area should always fill 80 percent of the ad.
B) ads should comprise multiple dominant visuals that occupy 10 percent of the total area.
C) the space within the ad should be divided into asymmetrical units.
D) a directional pattern should be evident so that the reader knows in what sequence to read.
E) all elements of the ad should have equal emphasis in order to avoid dominating the others.
Advertising author Roy Paul Nelson points out that the principles of design are to the layout artist what the rules of grammar are to the writer. The basic rules include the following:
(a) The design must be in balance.
(b) The space within the ad should be broken up into pleasing proportions.
(c) A directional pattern should be evident so the reader knows in what sequence to read.
(d) Some force should hold the ad together and give it unity.

Question 29

Which of the following is true of the design element of an ad with a high recall?

A) The total headline area should always fill 70 percent of the total ad space.
B) Body copy should be minimized if the ad is selling high-involvement products.
C) Company signatures should occupy more than 40 percent of the total ad area.
D) The logo of the company should be included to let readers know who placed the ad.
E) The ad should give equal amounts of space to every design element.

Question 30

A drawback of writing for the Internet is that it has space limitations and does not allow in-depth elaboration like other mediums do.

Question 31

In terms of design principles,_____ refers to the part of the ad not occupied by other elements and helps focus attention on an isolated element.

A) body copy
B) layout
C) thumbnail
D) white space
E) contrast

Question 32

In international markets,language is the most important consideration for copywriters.

Question 33

A very small,rough,rapidly produced drawing that an artist uses to visualize ad layout approaches is known as a(n)_____.

A) logo
B) pasteup
C) casting brief
D) thumbnail
E) dummy
The thumbnail sketch, or thumbnail, is a very small (about three-by-four-inch), rough, rapidly produced drawing that the artist uses to visualize layout approaches without wasting time on details. Thumbnails are very basic.

Question 34

A(n)_____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director indicates.

A) illustrator
B) web designer
C) graphic designer
D) copy editor
E) production artist

Question 35

One purpose of an ad layout is to:

A) convert symbolic components into verbal components.
B) serve as a blueprint of the ad.
C) decode the message of the ad.
D) give the client an intangible item that can be viewed but cannot be changed.
E) create a rough drawing without details of the different elements of the ad.

Question 36

After developing the initial concepts and layouts for an ad,the primary responsibility of art directors is to:

A) supervise the ad's progress to completion.
B) draw detailed visuals for the ad.
C) write the body copy and subheads.
D) compose pages using HTML, CSS, and other languages.
E) design collateral materials such as posters and brochures.

Question 37

Which of the following is true of a poster-style format?

A) It is a striking contrast of an Ayer No.1 layout.
B) It scores the lowest recall among all ad formats.
C) It has a dominant visual that occupies 60 to 70 percent of the ad's total area.
D) It consists of multiple large pictures and two small ones.
E) Its copy blocks comprise 85 percent of the ad.

Question 38

In a _____,the artist draws to the actual size of the ad in which headlines and subheads suggest the final type style.

A) thumbnail
B) mechanical
C) dummy
D) comp
E) rough layout

Question 39

Which of the following statements about comprehensive layouts is true?

A) They are highly refined facsimiles of the finished ad.
B) They are simple, incomplete drawings developed in the creative phase of an ad.
C) They represent basic layout approaches and consist solely of boxes which indicate placement of visuals.
D) They are drawings that the artist uses to visualize layout approaches without wasting time on details.
E) They are initial sketches without headlines, illustrations, and photos.

Question 40

While using translators,a company should ideally ensure that the translator is a generalist rather than a product or market specialist.

Question 41

Which of the following is true of benefit headlines?

A) Their sole objective is to provoke the reader's curiosity to stimulate questions and thoughts.
B) They should be simple statements of the most important gain to be derived from a product.
C) Their main goal is to encourage readers to search for an answer in the body of the ad.
D) They are primarily interactive in nature and order the reader to take action.
E) They pique the reader's imagination and command them to use the product.

Question 42

A company ran an ad which showed environmental experts praising the corporate social initiatives taken up by it.The ad encouraged readers to visit its website to learn how they could help save the environment. Which of the following copy styles was used to describe the company's efforts to help preserve the environment?

A) Straight-sell copy
B) Institutional copy
C) Dialogue copy
D) Picture-caption copy
E) Device copy

Question 43

_____ headlines promise the audience that experiencing the utility of the product or service will be rewarding.

A) Information
B) Provocative
C) Command
D) Question
E) Benefit
Benefit headlines promise the audience that experiencing the utility of the good or service will be rewarding.

Question 44

Which of the following is true of a question headline?

A) A question headline announces news or promises information.
B) A question headline orders the reader to do something.
C) A question headline should ask a question that can be answered quickly.
D) A good question headline piques the reader's curiosity and imagination.
E) A negative answer to a question headline encourages the consumer to read the body copy.

Question 45

The headline for an ad for Keller's butter reads,"Have you tasted sunshine?" This headline is a question headline as well as a(n)_____ headline.

A) informative
B) provocative
C) command
D) news
E) benefit

Question 46

For which of the following products is straight-sell copy most effective?

A) Low think-involvement products
B) Products that are easy to use
C) Industrial products
D) Low-tech products
E) Agricultural products

Question 47

The _____ refers to an additional smaller headline that can appear above the headline or below it.

A) body copy
B) lead-in paragraph
C) subhead
D) sig cut
E) trial close

Question 48

In an ad,a _____ consists of words that are read first and contains the largest type on the page.

A) headline
B) pasteup
C) picture caption
D) seal
E) body copy

Question 49

In print ads,which of the following subjects is appropriate for automobile ads?

A) The package containing the product
B) The product in use
C) How to use the product
D) Product features
E) Negative appeal

Question 50

A literary magazine displays a headline that states,"Award winning author,Harry Anderson launches his book,How to be an effective communicator,today." This headline may be described as a(n)_____ headline.

A) information
B) provocative
C) command
D) question
E) benefit

Question 51

Which of the following is true of command headlines?

A) They aim to ask the reader questions about the product.
B) Their goal is to provide information to the reader.
C) They simply state a product's most important benefit.
D) They order or request the reader to do something.
E) All command headlines make a request to the reader.

Question 52

_____ copy is especially useful for products that have a number of different uses or come in a variety of styles or designs.

A) Institutional
B) Picture-caption
C) Dialogue
D) Monologue
E) Straight-sell

Question 53

To write effective copy,a copywriter must:

A) use past tense and passive voice.
B) constantly use punctuations to ensure a smooth flow of words.
C) avoid the use of contractions.
D) use vivid language with verbs and adverbs.
E) use clichés to help people relate to what they are reading.

Question 54

A _____ copy style sets up a situation and then resolves it at the last minute by having the product or service come to the rescue.

A) narrative
B) institutional
C) picture-caption
D) device
E) straight-sell

Question 55

A(n)_____ copy style uses figures of speech such as puns,alliteration,assonance,rhymes,humor and exaggeration.

A) institutional
B) straight-sell
C) command
D) device
E) directive

Question 56

In _____ copy,writers immediately explain or develop the headline and visual in a straightforward,factual presentation.

A) institutional
B) narrative
C) picture-caption
D) device
E) straight-sell

Question 57

The headline for a toy advertisement reads,"What will make your child smile this festive season?" This headline is not only a provocative one,but it is also an example of a(n)_____ headline.

A) informative
B) question
C) command
D) directive
E) benefit

Question 58

A _____ headline orders or requests the reader to do something,so it might seem negative.But readers pay attention to such headlines.

A) provocative
B) question
C) command
D) news
E) benefit

Question 59

Which of the following statements about subheads is true?

A) They appear in the same font size as a headline.
B) They are shorter than headlines.
C) They are less like sentences than headlines.
D) They are always smaller than the body copy.
E) They act as stepping stones from the headline to the body copy.

Question 60

An ad for Stella's clothing,a brand of fashion wear,was designed to promote a breast cancer campaign organized by the company.The ad described why it was important for women to conduct annual mammograms and support breast cancer research.Which of the following copy styles was used by the ad?

A) Institutional copy
B) Device copy
C) Straight-sell copy
D) Picture-caption copy
E) Dialogue copy

Question 61

A television commercial shows how easily a brand of washing powder removes grass stains from soccer uniforms.This is an example of a(n)_____ commercial.

A) demonstration
B) testimonial
C) animation
D) straight announcement
E) jingle

Question 62

In a(n)_____ commercial format,a radio or TV announcer delivers the sales message.It is adaptable to almost any product or situation.

A) demonstration
B) testimonial
C) musical
D) animated
E) straight announcement

Question 63

The bottom of an advertisement for Perfect Homes reads,"Call 1-800-517-0317 or visit http://www.surefit.com to receive a free catalog." In terms of the format elements used to construct long copy,this is an example of a(n):

A) close
B) lead-in paragraph
C) kicker
D) themeline
E) interior paragraph

Question 64

Effective radio commercials should:

A) use familiar sound effects.
B) mention the advertiser's name only once.
C) avoid asking for the order.
D) use more adjectives than verbs.
E) be based on an absurd premise only.

Question 65

Which of the following is used to provide continuity to a series of ads in a campaign and to reduce an advertising message strategy to a brief,repeatable,and memorable positioning statement?

A) Casting brief
B) Slogan
C) Trademark
D) Testimonial
E) Signature cut

Question 66

In terms of print ads,a _____ is awarded only when a product meets standards established by a particular organization.

A) signature cut
B) seal
C) slogan
D) logotype
E) tagline

Question 67

Which of the following is an important guideline for creating effective radio commercials?

A) Mention the advertiser's name early and often.
B) Use several varied selling points.
C) Use passive voice and lesser verbs than adjectives.
D) Ensure the commercial is completed within 20 seconds.
E) Put across a long list of copy points and complex arguments.

Question 68

Slogans,also known as _____,begin as successful headlines and become standard statements through continuous use.

A) logos
B) taglines
C) trademarks
D) hooks
E) signature cuts

Question 69

Which of the following provides an independent,valued endorsement for an advertiser's product because the organization awarding it is a recognized authority?

A) Logo
B) Signature cut
C) Themeline
D) Seal
E) Close

Question 70

A commercial for Bradley's Irish Cream,a chocolate liqueur,shows young people at a pool party drinking the brand of liqueur.Which of the following commercial formats is being used?

A) Animation
B) Musical
C) Lifestyle
D) Testimonial
E) Straight announcement

Question 71

The art director uses the TV script to create a series of _____ to present the artistic approach,the action sequences,and the style of the commercial.

A) casting briefs
B) storyboard roughs
C) themelines
D) lead-in paragraphs
E) testimonials

Question 72

Which of the following refers to a special design of the advertiser's company or product name and appear in all company ads,giving the product individuality and providing quick recognition at the point of purchase?

A) Logotype
B) Seal
C) Slogan
D) Tagline
E) Jingle

Question 73

To be effective,television commercials should:

A) let the audio carry most of the weight.
B) use "ad talk" to create a dramatic opening.
C) use a large number of elements in the commercial.
D) concentrate on the final impression the commercial will make.
E) ensure all scenes run for more than half a minute.

Question 74

Which of the following about developing copy for radio advertising holds true?

A) Radio copy must avoid being intrusive in order to attract and hold the attention of listeners.
B) It is important to include characters in the radio copy that sound highly exotic in order to grab listeners' attention.
C) It is challenging, yet essential to make the radio copy script fit the time slot.
D) Radio copy should use a large number of homonyms to ensure the message is clear.
E) Radio copy should represent an overzealous effort to attract listeners.

Question 75

Which of the following is a basic element in the construction of long copy ads that helps consumers make the buying decision early?

A) Audio
B) Trial close
C) Logotype
D) Visual
E) Themeline

Question 76

Commercials that dramatize real-life situations are known as _____.It usually starts with just plain folks,played by professional actors,discussing some problem or issue.

A) straight announcement
B) slice-of-life
C) jingle
D) testimonial
E) animation

Question 77

In a print ad,the _____ is a link between the headline and the sales ideas presented in the text.

A) demonstration
B) close
C) pasteup
D) lead-in paragraph
E) hook

Question 78

Which of the following guidelines should be followed to ensure television commercials are effective?

A) Focus on building a complex commercial with non-descriptive language.
B) Concentrate solely on the opening of the ad.
C) Create an attention-getting opening.
D) Ensure demonstrations are based on fantasy to create an impact.
E) Use a variety of camera tricks and hype to present the ad.

Question 79

In a(n)_____ copy,the characters portrayed in a print ad do the selling in their own words and an element of believability is added.

A) device
B) picture-caption
C) dialogue/monologue
D) narrative
E) hyperbolic

Question 80

Wilkinson Insurance uses a TV ad to reach out to customers about its newly launched insurance scheme.In the commercial,a celebrity talks about the new scheme and points out its benefits.Which of the following commercial formats is being used in this ad?

A) Demonstration
B) Jingle
C) Animation
D) Presenter
E) Slice of life